Broadening his responsibilities in steering the overall marketing direction of the brand, Yakima today promoted Mike Steck, ten year industry veteran, to senior director of marketing. In this new role, Steck will continue to grow his responsibility for stewardship of the Yakima brand and its go-to-market integration with the Sales, Product and Customer Service teams. Steck started his career with Dagger Kayaks and eventually rose to the Director of Marketing position for all Watermark brands including Yakima, Dagger, Perception, Mainstream, Harmony and Adventure Technology.

â€œMike has been instrumental in spearheading the company's strategic marketing efforts aimed at delivering a clear point of difference,â€ said Jay Wilson, acting CEO of Yakima. â€œDuring the recent transitions, he has been a star. He has managed a high level team to accomplish the brand's goals and business objectives and will be an important part of the future of the Yakima brand.â€

In addition to managing the more traditional forms of marcom, Steck spearheaded Yakima's distinctive viral communication campaigns that deliver a unique and compelling brand voice. For example, the company just unveiled www.Yakimagrams.com, a fresh approach to viral marketing enabling consumers to send humorous messages to colleagues inviting them on outdoor adventures featuring the voice of Campfire Dusty. In 2005, Steck developed Yakywood, a host of comical award winning viral films. In spring 2006, he launched Yakima Challenges, where visitors can watch quick video segments of humorous challenges such as: â€œCheerleader vs. Ground Control,â€ where a cheerleader pyramid attempts to organize as much gear as Yakima's Ground Control product (the recently introduced home storage product).

Yakima is a world leader in the design and manufacture of destination hardware and gear management solutions. Yakima's products include vehicle racks for bikes, boats, ski equipment and gear; a line of cargo boxes for a variety of needs; and Ground Control, an integrated gear management system for the home. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit www.yakima.com.###

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